All posts by Tim Musgrove

About Tim Musgrove

Founder & Chief Scientist of Temnos, Inc.
@tmusgrove

Declared data vs inferred data: Which is more reliable?

Source: CartoonStock.com. Used by permission.

Conventional thinking on how to discover what Internet audiences are really like, is that declared data is preferable over inferred data.  This means that registration pages or surveys that users fill in themselves should be more valuable than what is implied by their actual content engagement and online behavior.  However, there are several reasons to doubt this, and I’m going to outline here some of the biggest ones. Continue reading Declared data vs inferred data: Which is more reliable?

We need a dimmer knob for behavioral tracking

Dimmer Knob
Credit: LEDLights4You

Once you have a dimmer switch for your dining room, odds are you’ll never want to go back to a simple on-off light switch.  Why would you want to choose between a brightness suitable for doing a 5,000-piece jigsaw puzzle, or utter darkness?  No, you want to adjust the brightness (or dimness) to just the right level.  So why should I have to choose between all-on or all-off on the behavioral/demographic profile that companies build to target ads at me? Continue reading We need a dimmer knob for behavioral tracking

Is your organization ethically tracking users?

Has your organization asked itself the right questions about how you track users, or how you benefit from other parties’ tracking of users?  Although most top-tier organizations in our industry have already eliminated any traces of Black Hat SEO (the use of unethical methods for enhancing search engine ranking), the same organizations have not probed themselves as deeply with respect to their tracking practices.  Continue reading Is your organization ethically tracking users?